• GV6 Sports


Updated: Feb 20, 2019

Premier League title contenders Liverpool have confirmed that they are in talks with a number of kit manufacturers ahead of the expiration of their existing deal with New Balance.

The top-flight English soccer club’s current arrangement with the US brand, which is worth UK£45 million (US$57.7 million) a year, expires at the end of the 2019/20 season.

It was reported in December that Liverpool had opened negotiations about extending their agreement with New Balance, but the club now appear to be sounding out other options as they seek a lucrative deal that would surpass the record UK£75 million-a-year agreement between rivals Manchester United and German sportswear giant Adidas.

Liverpool have worn New Balance kits since the 2015/16 season when the Boston-based brand inherited the inventory from its affiliate company Warrior Sports.

Reports that Liverpool are looking for an upgrade on their existing kit deal come one week after the club announced a world record pre-tax profit of UK£125 million (US$162 million) for the 2017/18 financial year.

Liverpool’s commercial revenue increased by UK£17 million to UK£154 million as the club signed eight new sponsorship deals and renewed four, including a four-year extension with main sponsor Standard Chartered worth a reported UK£160 million.

For sponsorship opportunities in Premier League Football contact Steve Maddren at

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